Propaganda

by Edward L. Bernays

In Great Britain, during the war, the evacuation hospitals came in for a considerable amount of criticism because of the summary way in which they handled their wounded. It was assumed by the public that a hospital gives prolonged and conscientious attention to its patients. When the name was changed to evacuation posts, the critical reaction vanished. No one expected more than an adequate emergency treatment from an institution so named. The cliché hospital was indelibly associated in the public mind with a certain picture. To persuade the public to discriminate between one type of hospital and another, to dissociate the cliché from the picture it evoked, would have been an impossible task. Instead, a new cliché automatically conditioned the public emotion toward these hospitals.